The modern consumer landscape has witnessed a significant shift in preferences and demands. Today, consumers are not just concerned about the nutritional value of the food they consume but are also keen on understanding the ethical and sustainability practices of the brands they support. This has led to a surge in the demand for transparency in food products, which, in turn, has a profound impact on sales.
The Rise of Ethical and Sustainable Claims
According to a report by The Food Institute, sustainability and ethical claims have become paramount for consumers. They are not just looking for nutritious food but are also keen on supporting brands and retailers that promote a healthier world. Sherry Frey, VP Total Wellness for NielsenIQ, mentions, “Consumers are now defining wellness not just by their own personal health but also the health of the planet, as well as the social responsibility and health of others.” This sentiment is backed by data from NielsenIQ’s global wellness report, which found that 61% of consumers believe the environment negatively impacts their personal health.
The Pandemic’s Role in Accelerating Trends
While the pandemic wasn’t the sole driver of these trends, it certainly played a role in accelerating them. The global crisis led consumers to re-evaluate their lives, values, and purposes. As a result, sales of products with attributes like “Cruelty Free” have seen an increase of 79%, “Cage Free” products by 25%, and “Fair Trade” products by 26%.
Transparency in food products is no longer a luxury but a necessity. Roughly 72% of shoppers find transparency to be important or extremely important. NielsenIQ’s research indicates that consumers are more inclined to buy from brands that are transparent about their purpose by +15% and their ingredient/supply chain by +17% over the next two years. This presents a golden opportunity for brands and retailers to label products in a manner that captures shopper attention.
The Digital Age and Transparency
The digital realm offers endless possibilities for brands to provide detailed information about their products. However, many grocers are still not leveraging this potential. Sherry Frey points out that a 2020 audit of 30 top retailers found that retailers, on average, failed to return 92% of qualifying products based on a customer’s selected attribute or need. This number has improved to 72% in NielsenIQ’s latest audit, but there’s still a long way to go.
Transparency in food products is not just a trend but a necessity in today’s consumer-driven market. Brands and retailers that prioritize transparency and ethical claims are more likely to witness growth in sales and build a loyal customer base. As the digital age continues to evolve, it’s crucial for businesses to leverage online platforms to provide detailed information about their products, ensuring they meet the demands of the modern consumer.
As a business owner, if you’re looking for an easy yet complete suite of technology that can provide transparency to your product, Gratitude can help!
Gratitude enables businesses to become transparent by being powered by blockchain technology, with easy-to-use tools to record their supply chain, narrate the story, verify on blockchain and present the data in a beautiful landing page that can be issued via Gratitude’s QR Code or URL that can be placed on a physical product or embedded on digital marketing campaign or label, even in hotels. With this QR code, brands can put in place localized material or descriptions of their product so that the product can quickly hit the shelves while the full localization in progress. Customers can then simply scan the QR codes placed on the product or click the link on a digital campaign and clearly see the product’s journey, verify sustainability claims, or even company and brand stories that the company wants to reveal to the customer in language that they are familiar with.
Begin your business’ true transparency journey by implementing Gratitude to unlock the hidden value of your supply chain data. Talk to our representatives via the following channels for support or assistance in implementation:
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